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Helena Lovelya Purwanto

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Review Open access Aug 2026

Understanding Consumer Purchasing Decisions Through Word of Mouth: Evidence from Somethinc Users in Malang

The rapid growth of the skincare industry in Indonesia has encouraged local brands to utilize Word of Mouth (WOM) and electronic Word of Mouth (e-WOM) as marketing communication strategies. This study aims to understand the role of WOM in shaping purchasing decisions of Somethinc consumers in Malang. This study employe...

Helena Lovelya Purwanto · 0 citations

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